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Customer participation in firm-initiated activities via social media : understanding the role of experiential value

Quach, Sara; Shao, Wei; Ross, Mitchell; Thaichon, Park - In: Australasian marketing journal : AMJ ; official journal … 29 (2021) 2, pp. 132-141

Persistent link: https://www.econbiz.de/10012668420

Toward a theory of outside-in marketing : past, present, and future

Quach, Sara; Thaichon, Park; Lee, Ju-Yeon; Weaven, Scott; … - In: Industrial marketing management : the international … 89 (2020), pp. 107-128

Persistent link: https://www.econbiz.de/10012289370

The development and current trends of digital marketing and relationship marketing research

Le Dung; Nguyen Tuyet-Mai; Quach, Sara; Thaichon, Park; … - In: Developing digital marketing : relationship perspectives, (pp. 1-18). 2021

Persistent link: https://www.econbiz.de/10012585544

Influencer marketing : homophily, customer value co-creation behaviour and purchase intention

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Journal of retailing and consumer services 66 (2022), pp. 1-17

Persistent link: https://www.econbiz.de/10013209657

Influencer marketing : sponsorship disclosure and value co-creation behaviour

Bu, Yi; Parkinson, Joy; Thaichon, Park - In: Marketing intelligence & planning 40 (2022) 7, pp. 854-870

Persistent link: https://www.econbiz.de/10013393572

Artificial intelligence for marketing management

Thaichon, Park (ed.); Quach, Sara (ed.) - 2023

Cover -- Half Title -- Series -- Title -- Copyright -- Contents -- List of Figures -- List of Tables -- Contributors' bios -- Part I Overview of AI -- 1 Introduction to artificial intelligence (AI): Definition and scope of AI -- 2 The growth of marketing research in artificial intelligence (AI):...

Persistent link: https://www.econbiz.de/10014022703

Brand competitiveness antecedents : the interaction effects of marketing and R&D expenditure

Koshksaray, Amir Abedini; Quach, Sara; Trinh, Giang; … - In: Journal of retailing and consumer services 75 (2023), pp. 1-11

Persistent link: https://www.econbiz.de/10014373373